Chapter 19
Strutting Your Stuff: Exhibiting 201
IN THIS CHAPTER
Choosing and training your exhibit team
Following up for success
Analyzing your performance and results
As described in Chapter 18, exhibiting consists of three distinct phases — activities that take place before, during, and after the show. This can be simplified to the four Ps: Planning, Promotion, People, and Productivity. In this chapter I’ll give you the lowdown on the last two steps: People and Productivity.
People is about ensuring that the people representing you at the event develop certain skills critical to their effectiveness and overall success. Productivity explores appropriate after-show follow-up to ensure productive results and benchmarks to evaluate your show efforts.
Counting on People for Exhibit Success
The most crucial aspect of any exhibit is the people who staff it. Your image doesn’t stop with an elaborate booth, fancy advertising, or impressive literature. These things certainly help, but your people actually sell your company and its products and services. The team members you choose to ...
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